We return to the topic of Langrock, the lengendary Princeton clothier, with these two ads from the 1970s aimed at the campus community. Together they illustrate how the shop viewed itself following the fall in popularity of the Ivy League Look.

In the top ad, Langrock touts itself as a noble knight defending the Ivy look. The copy reads:

As the only true purveyor of the Ivy look in men’s clothing in America today…


The Ivy look means natural shoulders. It means three button style. It means unobtrusive lapels. It means distinguished traditional tailoring. It means comfort as well as fit. It means fine fabrics, superbly tailored.

But if Langrock characterized itself as a knight in natural-shouldered armor, how did it view the enemy? Essentially like a pimp:


This rhetorical device has hardly changed, as Ivy Style readers with “reactionary” or “curmudgeon” in their usernames view well fitting shirts — even for those slight of frame — as “gigolo” cut.

Speaking of reactionary, in our next post Chris Sharp offers a biography of Langrock owner Alan Frank, who refused any concession to changing times and eventually found himself out of business. — CC